Hummer To Be Reborn As An Electric-Only Brand?

Hummer came to exemplify gas guzzlers in the early 2000’s and that’s part of the reason the brand was dropped during GM’s restructuring and bankruptcy.

While the company attempted to sell the brand to China’s Sichuan Tengzhong, the deal collapsed and Hummer quietly folded with the last models rolling off the assembly line in 2010.

As fate would have it, crossovers and SUVs have exploded in popularity and it’s easy to imagine a modern-day Hummer going head-to-head with Jeep. It appears some people at GM haven’t forgotten the brand either as Bloomberg is reporting the company is considering relaunching Hummer as a purveyor of electric trucks and SUVs.

The idea sounds crazy for a number of reasons including the aforementioned gas guzzler image. Besides that, a Hummer relaunch would be expensive as it would require a massive marketing effort, the establishment of a new dealer network and the launch of several new vehicles.

That’s probably why the idea is being billed as a “what if” exercise that could never actually happen. GM President Mark Reuss also seemed somewhat dismissive of the idea as he told the publication, “I love Hummer” but “I’m not sure.”

Also Read: GM Bringing 11 EVs Based On New Platform, Hints At Cadillac ELR Successor

A Hummer relaunch sounds pretty far-fetched, but it’s no secret that GM is working on an assortment of electric trucks and crossovers. One of the first is expected to be the Chevrolet Bolt EUV (Electric Utility Vehicle) which is expected to be launched next year.

Furthermore, GM announced plans to launch seven new electric crossovers and SUVs in 2017. More recently, Cadillac teased its first electric crossover and GM has confirmed it’s working on an electric pickup.

  • Paul

    I guess it would be one way to get more efficiency out of these beasts.

  • caddy45

    This absolutely needs to happen. GM should have never killed HUMMER.

  • Ben

    The H2 was a better concept than many give it credit for. I would gladly see a Hummer comeback and if they’re truly “Like Nothing Else”, I’ll buy one. In fact, I really wanted a 2008 H2 recently as a toy to relive the early 00’s. Only problem is those didn’t come in Yellow and either they have 2xx,xxx miles on them or priced at $50k for low mileage.

    • diesel_vdub

      How exactly is it a “better concept than many give it credit for”? The H2 was literally a Tahoe with a different body on it. If you really want an H2, just go buy one. Even if it has a ton of miles on it, parts are super easy to come by as GM sold tons of Tahoe’s, Suburbans, Yukon’s, and Escalades that have the same running gear so parts are cheap.
      Hummer was nothing more than 1980’s GM coming back to brand engineer another product.

      • Ben

        You know, this is the problem with the automotive community. So many ideas and bro science being passed around as fact.

        + Hummer H2 was built with a 2500 heavy duty front end, a near bespoke mid section (optimized for ground clearance that Tahoe, GMC and escalade wouldn’t allow, the rear end was a fortified sectional from GMC in order to provide air suspension)

        +H2 had 10inches of ground clearance (not running clearance that Raptor, 4Runner, etc claim). That’s more than Land Cruiser, FJ Cruiser, G550.

        +Hummer H2 had approach and departure angle of 40 degrees. Again, more than Land Cruiser, FJ Cruiser, G550 and collectively more than wrangler.

        +Hummer H2 had a fuel range of ~450 miles per tank. That’s a range of 100miles more than Land cruiser and FJ Cruiser. Its 75miles more than G wagon.

        +Hummer H2 has the highest payload of any SUV of its time or after of 1986lbs. That’s more then Ford’s Heavy Duty based Excursion, Toyota Land Cruier, G550 and Toyota FJ Cruiser. Only SUVs that can top those numbers were H1 and Defender.

        +Hummer H2’s 6.0L V8 is regarded as one of the most reliable V8’s ever assembled in mass production.

        Hummer H2: 10inches of clearance, Tahoe 9
        Hummer H2: 40 | 40 degrees, Tahoe 17 | 22 degrees
        Hummer H2: 450 miles of range on a tank, tahoe 400 miles of range
        Hummer H2: 1986lbs of payload, tahoe 1294lbs of payload

        Canadian Black book reported the H2 retained 71.14 percent of MSRP over four years after production, compared to the 50-65% which is typical.


  • john1168

    This is a great idea as long as GM doesn’t find a way to F it up.

  • PhilMcGraw

    Surprisingly, I’ve seen more H2s pop up on the road lately than I have in years. I’m not sure where people are buying them but with gas being so cheap I guess there’s a “Why not?” mentality going on.

    Also, resurrecting the Hummer brand to sell electric cars would be the best idea they’ve had. First of all, what better what to show how times have changed than to have a brand go from being the worst in fuel efficiency to resurrecting it to be the leader in it. That would just be a beautiful story. Also, it seems like nobody is buying electric cars with the regular GM branding on it. Having a Hummer electric car might move that needle more than you think.

  • Bash

    I really hope it’s true.

  • helloWorld

    no, i want a diesel hummer so I can roll coal on smug tesla owners

    • Mr. EP9

      That made me laugh.

  • StrangerGP

    I bet it’ll get a 50 mile range to stay true to the Hummer name.

  • charlotteharry57

    GM and Ford need to get off this super strong bad weed they’re both smoking lately. REALLY.

  • Enter Ranting

    GM is just stupid enough to do this.

  • Porkopolis

    If Hummer is revived, shouldn’t it be the last holdout still making big, stinky off-road diesels? But what do I know about branding…

  • JqC

    I actually think (in the short to mid term) this is a good idea. Assuming the business case works. They should go directly after the same niche that Rivian is targeting. I think it’s a more or less clean slate, branding wise, and I think the reversal from gas guzzler to E-brand is precisely the sort of meta-conscious poke that would appeal to a new generation. The real problem, though, is that no matter what the legacy automakers do, they now have such a way to go to catchup with the transport paradigm that Tesla is putting in place, that most of what they try to do now would be ineffective.

    The future of mobility is ride-sharing. So, even though this is short to midterm attractive, in the long run I don’t think it would have the beneficial impact that they would need to be making.

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